Buyer Behaviour: An Analysis of Huawei Mate 20 Purchase Decisions

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BUYERS BEHAVIOUR

Introduction
•Consumer behaviour as combined effect of
consumer attitudes, intentions and
preferences
•Purpose of implicating the buyer behaviour
over Huawei mate 20
•Highlighting an analysis of STP
•Chalking out the decision making
procedure of consumers
•Recommendations

Decision making procedure of consumers regarding
purchasing of Mate 20
Reasoned action theory
•Subjected to have impedance over
their specificity
•Huawei phone markets are to have
impedance over their product’s
quality
•Needs to ensure that they are with
plenty of options ready

Contd..
Motivation theory
•Eligible for satisfying their needs of
consumers
•Need to bring awareness but also to
have establishment of their positions
•Highlights over the specific features
•Spend resources for analysis of
consumers’ minds

Contd..
Hawkins stern impulse buying
•Fit on a rational note in the purchasing
decisions
•Eligible to produce a complete picture
of the consumer in concern
•Place advertisements across the
suburban
•Can put up restricted warranty

Customer influences by Huawei Mate 20 pro
a. Internal influences
•Income
A consumer requires to have
devised their purchasing mind
according to affordability
•Lifestyle
Individual motives for buying a
product

Contd..
•Perception
the beliefs and attitudes of
consumer towards the product
•Motivation
psychological factor for the
consumers

b. External influences
•Social class
makes reference to management of
societal hierarchy
•Reference groups
The individuals groups who hold
responsibility for influencing other
individual’s behaviour
•Culture
Makes reference to taboos and basic
attitudes with valuations of society
Contd..

Competitive recommendations
•Understanding of market segment
•Understanding customer needs
•Value propositions
•Key strengths and core competencies
analysis

Summary
•Defined to be a combined effect of consumer
attitudes, intentions, preferences
•Available mainly for those who are more
business related
•Segmented over the urban areas
•Subjected to have impedance over their
specificity
•Customer influencing factors are found as
income, lifestyle, perception and motivation
•Recommendations in form of understanding
of market segment, understanding customer
needs

Reference list
Books
Goldratt, E.M. and Cox, J., (2016). The goal: a process of ongoing improvement. Abingdon:Routledge.
Katz, E., Lazarsfeld, P.F. and Roper, E., (2017). Personal influence: The part played by people in the flow of mass communications. Abingdon:Routledge.
Journals
Ashman, R., Solomon, M.R. and Wolny, J., (2015). An old model for a new age: Consumer decision making in participatory digital culture. Journal of
Customer Behaviour, 14(2), pp.127-146.
Batra, R. and Keller, K.L., (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), pp.122-
145.
Chen, J., Teng, L., Yu, Y. and Yu, X., (2016). The effect of online information sources on purchase intentions between consumers with high and low
susceptibility to informational influence. Journal of Business Research, 69(2), pp.467-475.
Filieri, R., (2016). What makes an online consumer review trustworthy?. Annals of Tourism Research, 58, pp.46-64.
Gal, M.S. and Elkin-Koren, N., (2016). Algorithmic consumers. Harv. JL & Tech., 30, p.309.
Morales, A.C., Amir, O. and Lee, L., (2017). Keeping it real in experimental research—Understanding when, where, and how to enhance realism and
measure consumer behavior. Journal of Consumer Research, 44(2), pp.465-476.
O'Rourke, D. and Ringer, A., (2016). The impact of sustainability information on consumer decision making. Journal of Industrial Ecology, 20(4), pp.882-
892.
Xie, K. and Lee, Y.J., (2015). Social media and brand purchase: Quantifying the effects of exposures to earned and owned social media activities in a two-
stage decision making model. Journal of Management Information Systems, 32(2), pp.204-238.
Websites
Consumer.huawei.com (2019), Huawei Mate 20, available at: https://consumer.huawei.com/en/phones/Mate20/ [Accessed on: 9 May 2019]
Techradar.com (2019), Mate 20, available at: https://www.techradar.com/au/reviews/huawei-Mate-20 [Accessed on: 9 May 2019]
Finder.com.au (2019), Cost of Mate 20, available at: https://www.finder.com.au/huawei-Mate-20 [Accessed on: 9 May 2019]